Formation of the image of the organization in the external environment. What are the types of image of the organization?

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Ministry of Education and Science Russian Federation

Ural State Economic University

Faculty of abbreviated training

TEST

by discipline: "ORGANIZATIONAL BEHAVIOR"

Yekaterinburg 2012

Kato build trust in the leader

The judgment that the presence of a good leader increases the chances of achieving business success, in public administration, in other organizations and social groups modern literature on the subject "Organizational Behavior" is not questioned. If the role of the leader is so great, the question may arise: How to build trust in the leader in the organization?

What is leadership? Leadership is the ability and right to lead an appropriate group of people to achieve a set goal. Leadership cannot be formal - i.e. a leader does not always hold a leadership position in an organization.

In other words, leaders emerge naturally in a group environment.

What is trust? Trust is a positive expectation that the other person will not act through words, deeds or decisions based solely on mercantile and opportunistic considerations.

What qualities should a leader have in order to create an atmosphere of trust in his teams?

Recent research findings point to five characteristics without which trust is impossible: decency, competence, consistency, loyalty and openness.

By decency, I mean honesty and truthfulness. Of all the five characteristics, decency seems to me to be the most important.

Competence includes technical and interpersonal knowledge and skills. Does this person have sufficient knowledge of the subject about which he is discussing?

By consistency, I mean reliability, predictability, and judgment. When words are at odds with deeds, it reduces trust in the person.

Loyalty is the willingness to defend and defend the interests of another person.

The last characteristic of trust is openness. The ability to rely on a person that he will tell you "the whole truth."

Trust, I believe, is the main attribute of leadership. When subordinates trust their leader, they are ready to carry out all his orders, because they are confident that he will not abuse their rights and interests. On the other hand, they will not blindly obey the person whose honesty they doubt, or the person who is able to “use” them in their own interests. Such a person will not be a leader, but will only be the formal leader of the organization. Formal leaders who have become such as a result of some kind of internal organizational processes are mistakenly considered leaders.

Practice shows that when organizations find themselves in crisis situations or operate in conditions of great uncertainty, being in the leadership position of a charismatic leader, as a rule, brings positive results. Effective leaders today must take care of building and maintaining trusting relationships in the teams they lead.

As organizations become less stable and less predictable, strong bonds of trust replace bureaucratic rules in defining employee expectations and the relationship between them and managers.

Assessment of the image of JSC Federal network company Unified Energy System "

Company profile

Federal Grid Company of the Unified Energy System (FGC UES) is a Russian energy company that provides services for the transmission of electricity via the Unified National electrical network(UNEG). In this type of activity, the company is a subject of natural monopoly. The organization is included in the list of strategic organizations of strategic importance.

The company ranks first in the world in terms of the length of power transmission lines (124.5 thousand km) and transformer capacity (311 thousand MVA) among public power grid companies.

Federal Grid Company is a unique infrastructure that makes up the physical framework of the state's economy. Power grid facilities are located in 73 regions of the Russian Federation with total area more than 13.6 million sq. km.

The company employs over 23 thousand people. FGC UES is the largest energy company in Russia by market capitalization and is included in the calculation of the MSCI Emerging Markets and MSCI Russia indices.

The bulk of the revenue is generated from electricity transmission tariffs, which are approved Federal Service according to Tariffs according to the RAB regulation methodology. The main consumers are regional distribution companies, sales companies and large industrial enterprises.

Determination of the evaluation position

The assessment of the company's image will be given by me from the inside, since I am an employee of this organization, i.e. representative of the internal contact audience.

General impression of the organization

JSC FGC UES is a large, stable company that provides its employees with career opportunities, various social programs, adequate and competitive wages.

The company seeks to prevent restrictions on energy supply to consumers and the operation of generation, as well as in as soon as possible normalize the operation of a failed network element.

In terms of ensuring the quality of electricity, JSC FGC UES is guided by the requirements of GOST 13109-97. In addition, the company at its facilities implements the necessary organizational and technical measures aimed at improving the quality of voltage regulation in the network, incl. and in order to meet the requirements of GOST.

JSC FGC UES has created healthy and safe working conditions and a culture of production in the workplace. Occupational safety committees do their best to prevent industrial injuries, occupational diseases and preserving the health of workers. JSC FGC UES strives to minimize the risks of technological violations due to the fault of the personnel caused by the unsatisfactory psychophysiological state of employees.

The electric power industry is a high-tech branch of the economy and, therefore, the organization makes increased demands on the level of education of its employees. Energy is one of the industries with relatively low staff turnover rates. The labor system in the organization takes into account the peculiarities of various categories of workers, the peculiarities of regional labor markets and is focused on the performance of each employee based on a performance assessment system based on key performance indicators.

The company, at its own expense, pays an additional pension to employees who have significant work experience in the energy industry and have reached retirement age. For workers in difficult life situation, as well as in connection with special cases, JSC FGC UES provides financial assistance.

JSC FGC UES is engaged in charitable activities and helps those who really need it.

Federal Grid Company pays Special attention attracting young professionals. New employees are provided with maximum assistance in improving their professional level and developing their further professional career. Attention is paid to educational work with students of numerous universities in the country.

In addition, JSC FGC UES strives to preserve labor traditions and contributes to the formation of labor dynasties as a tool for providing qualified personnel to power facilities located in remote areas. Important for increasing the motivation and retention of qualified personnel are the company's initiatives in the field of providing employees with housing (mortgage on preferential terms, provision of official housing). Due to underfunding in the 90s of the country's power grid complex, there is currently a significant depreciation of the UNEG assets. Deterioration of equipment is one of the main reasons for technological disturbances at the facilities of JSC FGC UES.

Decomposition of the general impression into factors

Characteristics of the factors of formation of the image of JSC FGC UES

Table 1

Image factors, A	Characterization of the influence of the factor on the image of the company	The ideal (in your opinion) state of the factor
	Staff career growth	This factor has a positive effect on the company's image.	Continuous career growth of all categories of workers, based on their education, desires and capabilities.
	Student programs	Availability this factor has a positive effect on the company's image	Attracting the maximum number of students for internship in the organization, with the possibility of further employment of the best students.
	Decent pay	Decent wages enhance the company's image	Each employee of the organization sees a direct dependence of his earnings on the profit of the organization.
	Safe working conditions	Most mainly characterizes the face of the organization. Impossibility of providing workers safe conditions labor not only characterize the organization in a negative way, but also question the ethics of its existence	Complete elimination of the impact of harmful production factors on personnel.
	Efficiency of work	Timely fulfillment of the tasks assigned to the personnel enhances the company's image	Extremely fast and accurate execution of official duties
	Power quality	The most sensitive factor for an external audience. Electricity supplies with a given quality positively characterize the organization	Maximum compliance with GOST 13109-97
	Qualification of employees	High qualification of employees enhances the company's image	The qualifications of the staff are very high
	Staff turnover	Unhealthy staff turnover negatively affects a company's image	It is minimized and occurs only when a person does not fit the position or retirement.
	Pension subsidies	The payment of additional pension subsidies characterizes the organization on the positive side.	Payment of subsidies to all categories of employees in accordance with their merits and previously held positions
		Providing material assistance and participation in charitable activities also enhances the company's image.	Maximum assistance to those in need
		Attention to the problem of the feasibility of qualified workforce positively characterizes the organization	Careful selection of candidates with best performance knowledge
	Environmental impact	The presence of a harmful impact of the production factor on the environment negatively affects the company's image	Full protection of the environment from the impact of production
	Labor succession	Labor continuity of working personnel enhances the image of the company. The presence of family ties in the management of the organization negatively affects the image of the company	A well-established system of transfer of experience
	Housing assistance	Assistance to the staff in the housing issue enhances the image of the company	Continuous and widespread improvement of the housing stock
	Depreciation of equipment	Significant depreciation of equipment negatively characterizes the organization	All equipment is under warranty

Assessment of the importance of factors for the formation of the image

Evaluation of the image of JSC FGC UES

table 2

Factors, A	Factor significance, W	Factor assessment,	Weighted score, WхХ

	Staff career growth
	Student programs
	Decent pay
	Safe working conditions
	Efficiency of work
	Power quality
	Qualification of employees
	Staff turnover
	Pension subsidies
	Material assistance and charity
	Attracting young professionals
	Environmental impact
	Labor succession
	Housing assistance
	Depreciation of equipment

Conclusions from the table:

1. The most significant factors that form the company's image are:

safe working conditions,

power quality,

decent wages,

qualifications of employees,

depreciation of equipment.

2. The actual state of all factors I assessed in column X2.

3. Consequently, the factors to which the management of JSC FGC UES should constantly pay attention, in my opinion, are the following:

depreciation of equipment,

decent wages,

qualifications of employees,

staff turnover.

4. It is necessary to form the following norms of behavior:

image enterprise norm leader

"The organization shouldn't!" (prohibitive norms)	"The organization must!" (binding norms)
1. Operate equipment that adversely affects the safety of employees and the quality of services provided	Operate equipment that unambiguously excludes the impact on workers of the production factor and deterioration in the quality of services provided	Build a system that would provide for the replacement of equipment immediately after the end of the warranty period
2. Reduce the size of wages for all categories of workers	Increase the size of wages and reward the personnel of the organization based on the results of competitions and certifications	Build a direct dependence of the earnings of each employee on the size of the organization's profit
3. Pay less attention to employee qualifications	To motivate staff to improve their own qualifications	Involve specialists from third-party organizations in monitoring the qualifications of your personnel
4. Have a lack of information on staff turnover	Analyze the magnitude and reasons for employee turnover	Develop a system that tracks the inconsistency of persons with their positions and makes the career growth of personnel transparent

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Image of the organization: theoretical foundations

Image is an image that is formed in consciousness target audience... Will partners conclude deals with your organization, will investors invest? Will customers buy your product? It all depends on what kind of image you have - positive or negative.

There are 3 types of enterprise image is ideal, real and mirrored (reflected). The ideal (positive) image is understood as the image to which the firm is striving. The real one reflects the prevailing attitude of the public. Mirror is the management's idea of what the target audience thinks about the company. Efforts to form a company's reputation boil down to ensuring that an equal sign can be put between the real and the ideal image.

Also, the integral image of any company consists of 2 components.

Internal image of the organization

Reflects internal corporate policy. This is the image that employees develop. Many people mistakenly believe that employer reputation does not play an important role in the development of the company. But it is the employees who often become the “agents” of the brand. They can show the life of the enterprise from the inside, thereby engaging a potential customer or alienating him. The dissemination of such information occurs in informal communication, so it will cause more trust rather than advertising.

When working on the formation of the internal image of the organization, it is necessary to pay attention to such components as:

image of a leader- his professional abilities, management style, personal characteristics and even external data;
personnel image - professionalism, culture of communication within the company and with clients, physical and social data;
corporate culture- socio-psychological climate, working conditions, the level of reliability and stability, care for personnel.

External image of the organization

Reflects actions in relation to its target audience. Moreover, the target audience includes not only consumers of the product or service itself. It also means mass media, partners, investors and sponsors, government agencies, competitors and the general public.

Formation of a positive external image presupposes work on the creation of a number of conditions, including:

development of corporate identity to identify the company among competitors. This includes the logo, corporate colors and symbols. Elements of corporate identity must be used for the design of offices, retail space and a website on the Internet, packaging of goods, in the clothes of employees, in the development of corporate souvenirs, etc.;
holding charity events, financial support for events in order to create an image socially responsible organization in the eyes of the public and the media;
carrying out work to form a business reputation a reliable partner for other companies, investors and state-owned enterprises;
creation of a worthy product / service and support with high-quality service to form a positive brand image among consumers.

Why and for whom to create a positive image of the company?

With the development of the Web, consumers have become more selective. The information became available to the general public. And before becoming someone's client, partner or employee, most Internet users study opinions, compare, form their own idea of the company and make a decision based on this.

Developing an organization's image is the primary concern of a business owner. After all, otherwise no funds invested in advertising and promotion will pay off.

If you do not care how the target audience perceives your organization, you are not engaged in the development of the company and do not work on the image, then you:

not recognized in the market;
will not be chosen among competitors;
will not be taken seriously by partners and sponsors;
clients will not recommend to friends and acquaintances;
financial statements will not please with the profitability.

If you are actively involved in the development of the organization and the formation of the company's image, then you solve several important tasks at once:

attract the attention of the target audience;
expanding the boundaries of your influence in the market;
stand out from competitors;
attract investments in your business;
increase loyalty government agencies;
stimulate sales;
improve the return on advertising;
increase your sales.

Established positive image the company will form a stable positive image of the company and will work for business development for a long time.

And on whom should all efforts to form the company's image be directed? The target audience of the company includes not only its potential customers, but also:

personnel: from top managers to lower-level employees. If you have an impression of a reliable employer, if employees are satisfied with the conditions and atmosphere, then they will broadcast positive information to the masses;
partners. No company exists autonomously, isolated from other firms. To get a reliable company as a partner, you need to maintain a reputation as a financially stable organization;
offline and online media. The influence of the media on people's minds should not be underestimated. Positive information about the company should appear in newspapers, magazines, news on radio and TV, as well as in electronic publications. To do this, you need to constantly create news feeds and maintain good relations with journalists;
government. Tax services, law enforcement agencies, sanitary and environmental control bodies, local authorities in one way or another affect the activities of the organization. A positive reputation of the company will contribute to the assistance from their side, or at least the absence of opposition;
public. Perhaps now some segments of the population do not belong to your potential clients, and you are not interested in them, but over time, everything can change.

Stages of image formation

Creating a positive image is an ongoing process. One cannot carry out work once and forget, just as one cannot return to this issue only sometimes, when there is a threat of losing credibility.

The image formation process can be depicted in the form of a cyclical diagram:

Stage 1: research / monitoring

Before you start working on the formation of your image, you need to conduct a preliminary study (test the waters). The target audience, its needs and preferences, the platforms where potential customers gather and communicate are examined. The company itself, the field of activity is analyzed, its weak and strengths, the popularity at the current moment is estimated. The image policy of competing enterprises is also considered.

Monitoring is carried out after measures have been taken to create the organization's image. In this case, the effectiveness of the adopted strategy is already being evaluated. How did the target audience react to Taken measures? How has the tone of information about the company changed? Which channels worked better than others? These and other questions need to be asked regularly in order to understand how a reputation is built.

Stage 2: concept development

Concept development is about creating an ideal image to strive for when forming a positive image in the eyes of the target audience. This is the ultimate goal, having achieved which, you will only need to maintain the reputation at the desired level.

Stage 3: development / adjustment of the strategy

Based on the data obtained as a result of the research, an action plan is created to form a positive image of the company. What information to convey to the audience and through what channels to distribute it? The strategy contains the answers to all these questions. It's important not to focus on just one target audience group - for example, just potential customers. Although it is tempting to work only with them, in fact, it is this target audience that makes a profit.

Adjustments are made after the initial strategy has been implemented and its effectiveness has been monitored. If some of the goals for creating the image have not been achieved and the reputation of the organization still does not meet expectations, the necessary improvements are made to the plan.

Stage 4: strategy implementation

After careful preparation, the plans are put into practice in order to achieve the desired image of the organization. If the first 2 stages were carried out with high quality, then the results will not be long in coming: the organization's popularity will gradually grow, as well as a positive image of the company in the eyes of the target audience will form.

Maintaining a positive image

Unfortunately, the positive image of an organization is not constant. Once you have won the trust of the target audience, in no case should you relax: they will either forget about you, or change the attitude to the opposite. Therefore, monitoring up-to-date information the reputation of the company should be held regularly. Timely reaction to negativity, following the trends of the time and the development of the company in accordance with the trends is the key to preserving the formed image.

Tools for creating a positive image of the organization

These and many other tools can and should be used to shape the image of the organization. And what more methods the better the reputation of the company will be used. But the most important thing is the provision of quality services, production and sale good product, honesty in working with partners and employees.

The corporate image and corporate brand are gaining more and more attention from economists, marketers, journalists, culturologists, political scientists, linguists all over the world. A corporate or organizational image is the image of an organization as seen by groups in the public. A positive image increases the competitiveness of a commercial organization in the marketplace. It attracts consumers and partners, accelerates sales and increases their volume. It facilitates an organization's access to resources (financial, informational, human, material) and operations.

A positive image is important not only for commercial organizations. It provides government agencies with support from the population, business, and the media. Universities, hospitals, foundations - helps to raise funds, donations, and also attract the best resources possible. The high importance of the image for the success of the organization stimulates extensive research on this topic. Back in the early 1980s. more than half largest companies Great Britain conducted research on the subject of image. More than 160 of the largest European companies are conducting similar research. In the US, the analysis of corporate perception is conducted by Fortune magazine, in Australia - by the National Business Bulletin.

Work on the formation, support and optimization of the image is carried out today not only for organizations and persons, but also for states, as well as regions of countries and the world. Globalization of Markets and Methods business activity, the development of global information communications, powerful decision support systems have led to a sharp increase in the importance of the work of all more structures and organizations for the creation of the image. The image is associated primarily with public relations ("PR" - public relations). Public Relations is an independent management function of establishing and maintaining communications between an organization and its public groups. In addition, image and those who are engaged in advertising, marketing communications, corporate communications, media relations, organizational behavior and the organization's human resources, journalism. Image maker is a term that is on a par with news-makers (journalists) and PR specialists today.

Image is of particular importance for large and / or well-known organizations. Such an organization is in the public eye and in the center of media attention. She has nowhere to hide from public censure and it is impossible to completely dissolve in the market element. Therefore, large organizations constantly work with public opinion, using both their own public relations (communications) divisions, and involving external agencies.

In General Motors' public relations department, about two hundred employees are engaged in work directly related to the company's image. The corporate communications manager of Chase Manhatten Bank has about a hundred employees, building communications with a wide range of public groups around the world. V Microsoft there is a director of public relations (PR), it has its own PR group of 15 people. In addition, Microsoft is a long-term client of PR agency Waggener Edstrom, numbering 289 people. and received more than $ 20 million from Microsoft in 1996. for PR-service. This work is aimed at ensuring favorable public behavior towards the organization.

The image can be slightly different for different groups of the public, as the desired behavior of these groups in relation to the organization may differ. In other words, one and the same organization may be perceived differently (or strive for a specific perception) by investors, government agencies, local and international communities. For example, the citizenship of the company is preferable for the wider national community. For the international community, global companies strive to be "corporate citizens of the world."

For partners, a highly competitive position is important. In addition, there is an internal image of the organization - as a representation of staff about their organization. We can say that the organization has several images: for each group of the public - its own. The synthesis of ideas about the organization of various groups of the public creates a more general and capacious idea of the organization (Fig. 1).

The priorities of public groups in image work may change. Industry regulators, discerning consumers, the general Russian or international business community may have different priorities in an organization's communications. The domestic market, even at the expense of imported goods, is turning from a “seller’s market” (where the seller dictates the terms) into a “buyer's market”. There are signs of the promotion of Russian production of services and goods, even under pressure from foreign competitors. All this leads to a growing need for a Russian manufacturer to expand the range of target groups in working with the public, deepening this work on the basis of modern achievements of the theory and practice of Public Relations (public relations).

28. Market competition: essence, types, forms. Basic market models. The concept of temporary storage of goods. Temporary storage places. Terms of temporary storage of goods.

Market competition is economic competition between commodity producers for more favorable production conditions that allow them to maximize benefits; between buyers - for more favorable conditions of consumption, allowing to maximize utility. As a result of this competitions only those who manage to organize the most efficiently own production(consumption), i.e. prove your competitiveness.

The following competition functions are distinguished:

identification or establishment of the market value of the goods;
equalization of individual values and distribution of profits depending on various labor costs;
regulation of the overflow of funds between industries and industries.

There are several types of competition. Consider the classification of types of market competition for a number of features.

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The second important component of a product, which goes beyond its functional consumer properties, is its image. Brand and image are very closely related. The brand contributes to the creation of the image, in turn, the brand reflects a certain image of the company's products. The image of a product cannot exist if the product does not have a brand or trademark that distinguishes it from other products. At the same time, in most cases, the buyer gives preference to products of a particular brand only because these products have a certain image. However, although the brand and the image are two components of the product, which are very closely intertwined with each other, they under no circumstances coincide and do not replace each other.

Let us consider what is the image, considered as part of the product, what characteristics of the product it includes, what the company creates, being aware of the image of the product, what the buyer pays for when buying the image, and what needs it satisfies.

The image of a phenomenon is a stable and widespread idea of the features, specific qualities and traits characteristic of a given phenomenon.

It is usually formed by public consciousness and exists in public consciousness... Although, of course, each individual can have his own idea of the phenomenon, which is different from the image of this phenomenon that exists in the public consciousness.

A product image is a widespread and fairly stable idea of the distinctive or exceptional characteristics of a product, which give a product a special originality and distinguish it from a number of similar products.

A product's image is shaped by four factors:

the image of the company (brand) producing or selling this product;
the quality of the product, reflecting its compliance with the main consumer functions contained in it;
condition of similar products from other firms;
criteria, norms and preferences of buyers of this product.

In turn, the image itself influences these factors, which leads to their change. It is also important to note that these factors are also in active interaction and affect both each other and the entire set of these factors.

In contrast to the image of the company, usually associated with the role that the company plays in the life of society or in the economy, with the philosophy of the company's management, with its mission, principles of competition, with the uniqueness of the tasks it solves, etc., the image of a product in a concentrated form expresses exceptional distinctive features of the product, which distinguish it from the range of similar products, or endow it with consumer functions with special, specific qualities.

Product image reflects one of the properties or a combination of the following properties of the product.

The product is endowed with special qualities. Such qualities can be reliability in operation, ease of use, or, for example, the content of a large amount of vitamins, long duration storage, lack harmful substances etc. For example, Moscow University has an image of a university that provides a very good education.
The product is endowed the best qualities than similar products from other companies. It can be the purest product, or the cheapest among similar products, or the most consumed in the country, etc. For example, the image of Kristall vodka is associated with the fact that it is the highest quality and purest vodka (not containing harmful impurities).
The product reflects the status of the buyer. There are products, the image of which is that they are consumed by certain social strata of the population. Products can have an image that reflects professional status, belonging to a particular age group, etc. For example, in Russia a mobile phone has a quite stable product image, the use of which determines its belonging to the category of fairly well-to-do business people.
The product has an exceptional distinctiveness. Such a feature may be the uniqueness of the product or the exceptional circumstances of its creation, one hundred percent irreproducibility of the product, etc. An example of products with such an image are the products of artisans, what is collectively called " hand made For example, Khokhloma or other similar handicrafts have such an image.
The product is related to a special situation. Usually, these products have the character of a memorable souvenir, ritual product, or a product corresponding to certain situations. For example, champagne in our country has the image of a drink that must be drunk in a festive atmosphere when proclaiming toasts.
The product is associated with individual people. In this case, there are two most common options. The first option is when product creation is linked to a specific person or a group of people. The second case is when the product has been used a certain person or a group of people. A large number of examples of this kind of product image are provided by clothing samples that have been introduced into use by famous artists. In our country, shoes from Pugacheva can serve as an example of this. TO this type image usually refers to the image of products marketed under the slogan that the firm delivers its products to some outstanding customer. V Soviet time Fruit wine producers in Lithuania used to say that they supply this wine to the court of the Queen of England.

As you can see, the image of a product has different manifestations, is associated with different characteristics of the product and reflects the different approaches of the consumer to the product. In one product the consumer sees one thing, and this creates in his eyes the image of the given product, in another - another, in a third - a third, etc. However, it must be emphasized that despite the variety of product images, there is something in common at their core. It is this general, clothed in the form of a concrete manifestation, that the firm creates, and this general is bought by the consumer of the product, laying out his money for the image of the product.

By purchasing a product that has a certain image, making an additional payment for this image, the buyer pays for associations associated with this product. In this case, the buyer, as it were, acquires not only the goods, but also special place this item in environment, reflected in a concentrated form in the image of the product. Buying an image as an integral part of the product, the buyer satisfies his dreams and hopes of joining certain processes in the environment, taking a certain place in it. Therefore, creating an image of a product, investing large funds in this process, a company must clearly realize that, in achieving the exclusivity of its product, creating its distinctive features, it must ultimately subordinate all this to the main goal of creating an image: bringing its product to such a place. in an environment that has increased customer appeal.

The image as a component of the product brings positive results to the company only if it is attractive to the buyer. A person who is not interested in his status does not need to pay for his image, which should determine or raise his status in his own eyes and the eyes of those around him. Therefore, when creating a competitive image of a product, it is very clear to be aware of which buyer this product will be intended for, who the company sees as a consumer of its product.

Image is a strong enough, but at the same time quite dangerous weapon for it in the hands of the company. The image is created for a very long time, it takes a lot of effort and money to create it. But it can be undermined overnight. However, the negative effect on the firm can sometimes be just catastrophic. Therefore, creating an image, a company must understand that in the future it will need to make appropriate efforts in order to maintain this image.

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